Many of the materials that are officially licensed and being distributed in these countries is pirated merchandise and it ends up being sold instead of the officially licensed product. On the positive side, even though their products are being sold illegally it is still helping bring more brand awareness on an international level. A few corporate sponsors the World Baseball Classic used to leverage their brand are MasterCard, Konami, Anheuser-Busch, Gatorade, and the MBNA. Another company they used to help leverage their brand was Taco Bell. Another important aspect to their strategy is how they found a way to leverage off of licensed merchandise. Not only did the tournament find success with television viewership, attendance, and corporate sponsors, they have also found success with the sales of their licensed merchandise. As a result of the World Baseball Classic’s branding strategy, they received much success. One example Jason Lee discusses in Branded: Branding in Sport Business is when the Boston Red Sox paid $51.1 million to negotiate with a Japanese pitcher. If you live in one of those states, your real estate taxes won’t go up if you add a solar-energy system. As Jason Lee pointed out in our text, it was estimated that 800,000 fans would attend the games during one of the earlier tournaments.
They did not run into much trouble getting corporate sponsors to support when the games were finally scheduled. Since the tournament was conceived it was a goal to attract several international corporations to be sponsors for the event. The move comes as more and more major corporations delayed return-to-work plans as the variant continues to thrive. The CDC reports that the Omicron variant accounts for 98% of new cases in the U.S., entirely taking over the Delta variant within two months of its discovery in late November. The variant already seems to be losing steam, though, and growth is slowing. The book mentions the amount of viewership that was received during one of the earlier tournaments that took place. The amount of revenue generated from these sales was equivalent to the sales made during a World Series game. Another example Jason mentions, is when sales for licensed merchandise sold well at the World Baseball Classic championship game even though the United States team did not make it.
Another branding strategy of the World Baseball Classic, is investing millions of dollars to develop local leagues and baseball cities in countries where baseball is not popular. “Dating back to the inaugural event in 2006, have displayed partner branding on National Team uniforms. They have been eliminated at the last 16 stage on their last five appearances. It has also been a pleasure to share it with the public over the last 20 years at the National Football Museum, where it has been on display. Jana Maradona, who the player recognised as his daughter only a few years ago, also attended. With much negotiation, the Japanese player was able to leave Japan after signing a 6-year $52 million contract. This signing was very beneficial for the World Baseball Classic’s strategy. There was a greater increase at the 2017 World Baseball Classic. Only shows that they will only continue to increase.
The 2017 event will feature a record number of team partners, with 23 brands expressing their national pride for 12 participating teams” (M, 2017). As this event continues to grow on an international platform, mexico olympic jersey many more corporations are going to want to be a part of it and contribute millions of dollars to create more awareness for their brand. Each of these brands are well-recognized on a regional and national level. The top players from around the National Basketball Association are placed on one roster. No one had the courage to overrule that. The first thing that made the World Baseball Classic a success was the viewership. In addition to television viewership, the World Baseball Classic has seen much success with their attendance. Television viewership of the tournament has also been the best in its history, with domestic ratings through the semifinals up 21 percent compared to 2013, according to MLB Network. Fast forward to the 2017 World Baseball Classic, record numbers in viewership were made. China is a perfect example of a country that does not have much of an interest in baseball. Meanwhile, drivers across the country sought out deals at stations with price incentives or discounts, such as Kroger, Sam’s Club and Costco.